Despite Google’s claims that broad match is more effective than ever before, many advertisers are still reeling from the loss of their beloved modified broad match type. How can you continue getting relevant traffic from your ads?
Enter: Broad match keywords + audience targeting.
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To be fair, this was always something you could do, but was not ideal due to its restrictive nature. However, now that modified broad is gone, we have to get craftier with the few match types we have left—broad match included.
So in this post, I’m going to share:
>The benefits of using broad match + audience targeting (with expert input).How to execute this funky strategy in Google Ads.My three secrets for combining broad match with audiences effectively.
Follow my tips and tricks, and before you know it, broad match may become your best friend!
Why use the broad match + audiences strategy?
If we remember back a few months ago, Google announced it was sunsetting the modified broad match type. In that announcement, it claimed that “broad match is now more effective than ever,” as the algorithm has improved to allow broad match keywords to use context clues for triggering ads to the right searches.
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Typos in last search example intended! Image adapted from Google.
Google continues its statement regarding broad match with the following:
To help deliver relevant matches, this match type may also take into account the following:
>The user’s recent search activities.The content of the landing page.Other keywords in an ad group to better understand keyword intent.”
This means broad match keywords will purposely overlook any grammatical errors or misspellings within a search if it’s still contextually relevant.
Despite Google’s claims of broad match efficiency, I know plenty of folks who are still wary of this match type, either due to negative experiences in the past with spending on irrelevant queries, or to the hesitation with risking more traffic while wasting an already-tight budget.
>But, whether you feel like the updated phrase match type has been sluggish so far—or just have a stagnant campaign you’re looking to
By: Susie Marino
Title: How to Succeed in Google Ads Without Modified Broad Match
Sourced From: www.wordstream.com/blog/ws/2021/06/08/broad-match-audience-targeting-google-ads
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